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Applying behavior design to improve life science
BJ Fogg founded the Behavior Design Lab at Stanford University and in 2007 defined a model exhibited in all human behavior. INTERACT have applied that model in its technology design.
The Fogg Behavior Model demonstrates that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Prompts.
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You can visualize this model in two dimensions:
The vertical axis is Motivation for a behavior, which can range from high-to-low. The vertical axis is Ability, which can range from easy-to-hard.
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There is a relationship between Motivation and ability called the Action Line. If someone is above the action line when prompted then they will do the behavior. Conversely, below the line will fail.
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© 2007 BJ Fogg. Learn more
Fogg Behavior Model explained
using a phone analogy
To answer the phone - all three elements need to happen at the same time:
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M = Motivation. You decide you want to speak to that person right now
A = Ability. You can tap a button and answer the phone...
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P = Prompt. The phone rings…
The behavior (answering the phone) won't happen if one of the elements (M, A or P) is missing:
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M = Motivation. You don't want to talk to the person...
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A = Ability. You are in a meeting and can't answer at that moment...
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P = Prompt. Your phone is on silent...
The physician's desire for simplicity adhered to by our key pillars
The harder it is to access content or support, the less likely it will occur - some example deterrents for time-poor physicians:
They work long hours across multiple locations, attend many meetings and need to make the most of their time.
They struggle to keep up to date across an increasing number of complex and more specific treatments and practices.
They are bombarded with prompts - emails, calls and push notifications. Its hard to work out what is important.
The physician's desire for simplicity adhered to by our key pillars
The harder it is to access content or support, the less likely it will occur - some example deterrents for time-poor physicians:
Enhance value (motivation)
Value increases motivation
Physicians are more likely to engage with life science organisations when they provide resources that make their job easier and improve patient care outcomes.
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myINTERACT:
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Provides tools to assist in physician-patient dialogue
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Portals for content and events that can always be revisited and easily found
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Streamlined support to cut down on arduous processes
The Fogg Behavior Model (FBM) within myINTERACT
Simplicity changes behavior. Value lifts motivation.
Consider a physician keeping up to date...
Juan is extremely busy and allows himself an hour twice a week in the evening to do research (high motivation). He is bombarded with emails about updates that he can longer locate (poor prompts). He knows every treatment provider and his professional groups have websites but doesn’t have the time to locate them and work out what’s new (hard to do).
FBM applied: Juan can get more out of his dedicated research time (high motivation) because he has a single access point to all support providers in myINTERACT (easy to do) where he can work out what's new via his homepage and the push notification centre (good prompts).
The myINTERACT homepage is a behaviour enabling point
Immediacy prompts: are more likely to result in a behaviour if things are easy to do.
Catch up prompts: are more likely to result in a behaviour if it is easy to locate all my updates and/or quickly navigate to my area of interest.
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The myINTERACT homepage acts as a gateway to easily access support when needed and the capture point of relevant updates.
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Key behavior design issues - understanding a physician's prompts
Physicians have unique, busy and mobile working lives where they often face two categories of prompts:
Activities during the day prompt them to want to do something immediately - contact a support person, look up a paper, perform a calculation.
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Alternatively they reserve time to catch up - to quickly locate what’s new, do admin or research a topic of interest.
If prompts become lost or are difficult to act on, then the behavior will not happen.
